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Iris > Case Studies > Transforming Starbucks into an Inclusive and Inspiring 'Third Place' through IoT
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Transforming Starbucks into an Inclusive and Inspiring 'Third Place' through IoT

Technology Category
  • Networks & Connectivity - Radio Access Network
Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
The Challenge
In 2022, Starbucks aimed to shift its brand focus from merely selling products to impacting people's lives as a symbol of progress. The challenge was to reinstate Starbucks as an inclusive and inspiring 'Third Place' where everyone is welcome to work, reset, connect, and further their passions. This transformation was particularly significant as the nation was embracing newfound flexibility, and there was a renaissance in working from coffee shops. The younger generations, whose career prospects were severely impacted by the pandemic, needed a space to forge their own path. Starbucks, born of a pioneering spirit, wanted to celebrate the journeys of these enterprising individuals who were furthering their passions at Starbucks.
About The Customer
The customer in this case study is Starbucks, a renowned global coffeehouse chain. Starbucks is known for its high-quality coffee and unique customer experience. The company has always been innovative in its approach to connecting with customers and creating a sense of community. In this instance, Starbucks aimed to transform its brand image from just a coffeehouse to a 'Third Place' where people could work, connect, and pursue their passions. This transformation was particularly targeted towards the younger generation who were looking for spaces to work and connect amidst the flexibility brought about by the pandemic.
The Solution
To address this challenge, Iris was briefed to create an integrated campaign. A hero film was created, shot in the same 'world' as the previous award-winning campaign, 'What's Your Name?'. The film depicted a year in the life of Kay, an inspiring creative entrepreneur, as she navigated the highs and lows of making it on her own, all from the same table at Starbucks. The hero film was broadcast across Cinema, BVOD, online video, socials, and owned channels, including in-store. The campaign didn't stop there; it also highlighted the personal progress of many individuals, from graphic designers to activists, all captured to uplift and inspire others to follow their passions.
Operational Impact
  • The campaign was successful in transforming Starbucks into an inclusive and inspiring 'Third Place'. It not only reinstated the brand as a welcoming space for all but also celebrated the journeys of enterprising individuals. The campaign was able to resonate with the younger generation, providing them with a space to forge their own path. The hero film and the wider campaign were successful in uplifting and inspiring others to follow their passions. The high Video Through Rates across various platforms and the low cost per completed view on YouTube indicate the campaign's wide reach and cost-effectiveness.
Quantitative Benefit
  • 56% Twitter Video Through Rate (VTR)
  • 91% YouTube Video Through Rate (VTR)
  • 89% Facebook/Instagram Video Through Rate (VTR)

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